Optum Annual Enrollment Period (AEP) (PY 2023)
National AEP campaign for the 2023 payor year and first-time Optum rebrand delivered through a scalable, highly regulated production system across multiple markets.
Graphic Design (Print & Digital), Brand Oversight, Brand & Audience Messaging, Production Design, Campaign Oversight, Production Oversight, Workflow & Scale, Quality Control, Final Approval.
Optum’s AEP 2023 was the primary national Medicare and Medicare Advantage campaign and the first year all seven primary brands transitioned to Optum through a scalable, regulated production system. Campaign development and execution were led during 2022 in preparation for the 2023 payor year, supporting a complex, multi-market rollout.
Execution spanned multiple languages, regions, and markets, delivering millions of localized assets across print, digital, in-clinic, and social channels. The work focused on brand accuracy, compliance, and production consistency at scale, enabling launch-ready delivery across national and regional teams during a high-visibility enrollment period.
